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Economie - DroitEconomieSciences économiquesEconomie générale
Marketing : 10 case studies : case studies with solutions

Marketing : 10 case studies : case studies with solutions

Auteur : Claire Garcia

Auteur : Jean-Louis Martinez

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Résumé

Des études de cas issues de situations réelles et rédigées en collaboration avec les entreprises citées. Cette version anglaise permet d'acquérir un vocabulaire en marketing et en management stratégique nécessaire pour les cursus bilingues ou anglophones. ©Electre 2024

Renault, Samsung, Lacoste... This book provides opportunities to discover a selection of issues recently faced by 10 major French companies.

Each case offers in a clear and structured manner:

  • a case presentation sheet including the problem statement, learning objectives, as well as the main themes and marketing tools used throughout the case;
  • a narrative reviewing important information about the company and its environment, leading to the problem to be investigated;
  • a series of questions guiding the draft of a structured solution;
  • a detailed solution outlining the main strategic recommendations.

Based on real issues and written in collaboration with the companies, the 10 field-based case studies allow applying marketing principles, theories and models: segmentation, positioning, marketing plan, as well as designing strategies at the product, price, place and promotion levels.

Learning by doing, applied to marketing!

Target audience:

  • Business schools and universities students reading a marketing or strategy degree.
  • 2 years University Diplomas in Marketing.
  • Graduate and Professional training.

Fiche Technique

Paru le : 10/04/2013

Thématique : Economie générale

Auteur(s) : Auteur : Claire Garcia Auteur : Jean-Louis Martinez

Éditeur(s) : Dunod

Collection(s) : Gestion sup

Série(s) : Non précisé.

ISBN : 978-2-10-058833-6

EAN13 : 9782100588336

Reliure : Broché

Pages : 250

Hauteur: 25.0 cm / Largeur 17.0 cm


Épaisseur: 1.5 cm

Poids: 458 g